Why You Should Be Using Data in Marketing

What Gets Measured Gets Managed 

In marketing, we can have a tendency to focus solely on the numbers and on the quantitative data. There is a Peter Drucker quote that says what gets measured gets managed, and it makes a lot of sense. We should be measuring what we’re doing because it allows us to see what’s working, but not everything that counts can be counted. When we only focus on the analytics, what ends up happening is that we lose perspective of the big picture. We forget what we’re really working with, which is humans talking to other humans. Even though it is through a digital framework, at the end of the day we want to form relationships with these people.

A New Strategy

So let’s try something new.  Let’s not run donation conversion campaign after donation campaign because this can be ineffective when people see these asks over and over. After a donor takes the time out of their stressful and busy day to donate their own money to a good cause, let’s thank them. Try running an engagement campaign showing them all of the great work that their money is doing, a campaign showing them the impact of their money is having on the world and a campaign showing the lives that their money is changing. Then when we finally make that ask, after a month of just thank you campaigns, thanking them for all that they’ve done to help this organization, then our donors will actually want to donate, and when we make that ask, they’ll contribute more to our cause than they ever would have had.

Eric Linssen